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A couple days ago, Mindtree’s Executive Vice President of Retail, CPG and Manufacturing, Radha R., posted a teaser blog about our new large-scale study, “Discover the Phy-gital Shopper: A Survey by Mindtree.” We surveyed thousands of shoppers across the U.S., U.K., Germany and Benelux, focusing on four distinct market segments: apparel and footwear, grocery and home supplies, home and garden, and electronics.

As Radha pointed out, the primary finding is that the vast majority of shoppers are now “phy-gital,” combining online and in-store experiences in whatever way is most convenient or efficient for them. But what exactly do phy-gital shoppers want? Why do they choose one shopping experience over another? And what would make them shop more?

Encourage-More-Shopping-More-Information-Less-Friction

That last question is the one I want to discuss the most today, because I see it as a big differentiator for this study. We didn’t just ask what features shoppers like or don’t like. We very directly asked them to rate features that would “influence you to shop more.” It’s an important distinction, because that is ultimately what retailers are most interested in-more conversions.

The features that ranked high differed across market segment and region, so there is no one-size-fits-all solution. A deep dive into the full study is required to gain true insights for a particular kind of shopper. But the overriding theme is this: Shoppers will purchase more if they get a truly remarkable shopping experience.

For a sneak peek, here are some of the features that ranked high among a large swath of shoppers:

  • 360-degree views of products online – this was especially desirable among apparel shoppers, but less than 5% of the retailers we reviewed alongside this study provide this feature.
  • Better online trials – in addition to 360-degree views, shoppers want a way to simulate products in their lives, such as seeing how furniture will fit in their living room or how a shirt would look on them.
  • Self-checkout in-store – either at an in-store kiosk or through a roaming store associate equipped with a tablet.
  • Real-time information on how crowded a store is – because retailers love crowded stores, but shoppers do not.
  • Personalized recommendations – especially among grocery shoppers, who want recipe recommendations and product advice both in store and online.

These bullet points only scratch the surface of the full report. But one way to think about the findings from a broad, simple view is this: more information, less friction, across all channels. The retailers that can consistently deliver on these foundational concepts will lead the way into retail’s future.

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